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Body in the consumer society - Essay Example
Author : maryamwaelchi
Pages 21 (5271 words)
This essay analyzes consumer cultural theory as one of the interdisciplinary fields that comprise of interpretive macro and critical perspectives and approaches to consumer behaviour. This theory constitutes consumer research works that have been done in the past few decades. …
According to the research findings before 1950s, scholars recognized that adoption of some tactics and strategies enhances a good relationship between the seller and the buyer, these tactics and strategies focused on selling more services and products and had little regard for customers’ needs. Such strategies meant embracing a ‘sell-as-much-as-possible’ philosophy by companies with no concern on the need to build strong and long-term buyer-seller relationship. Starting in 1950s, firms started realizing that old ways of marketing were becoming unpopular and were not effective. Competition in the markets and across industries was growing stiffer and companies were challenged to look at the buyer’s side of transaction particularly to improve the effectiveness of their marketing tactics and strategies. This brought the famous marketing concept that suggests that key factor in successful marketing entails understanding customers’ needs and seeking ways of fulfilling them. The concept advocates that the first step should involve identifying the need of customers and then engaging in the process of production of the desired product or services and then marketing the products. This marketing concept has continued to be the root for the current marketing ideas and efforts. In the contemporary society, individual’s identity is deemed a construct of his or her consumption not only due to the non-physical and physical objects that an individual consumes but also due to the products’ symbolic nature. ...